found as follows: 41% is very important, 49% is regular in the frequency of implementation - ranked 1 and the frequency of effectiveness is 41% good, 44% fair - ranked 1). Building a policy of timely, fair and objective encouragement, reward and criticism for the Professional Group and Through forms of professional exchange between professional groups inside and outside the school to create motivation, mechanisms for professional groups are not really practical for creating motivation, encouragement, and motivation for the creativity and potential development of individuals in the whole school. This is also one of the limitations, and is a weakness that in the coming time needs to be overcome so that the School Principal can better implement this management content.
2.3.5. Management situation of evaluating TCM results through the form of NCBH Table 2.9: Current status of evaluating professional team performance results through the form
NCBH knowledge at Yen Bai Secondary School
TT
Content | Level of awareness | Rank | Level of implementation | Rank | |||||||||||
Very important | Important | Not important | Good | Rather | Average | ||||||||||
SL | % | SL | % | SL | % | SL | % | SL | % | SL | % | ||||
1 | Process performance evaluation NCBH in the professional group | 21 | 51 | 20 | 49 | 0 | 0 | 3 | 20 | 49 | 19 | 46 | 2 | 5 | 3 |
2 | Evaluation of sharing of professional knowledge and innovation of teaching methods teacher in professional group | 18 | 44 | 21 | 51 | 2 | 5 | 4 | 15 | 37 | 24 | 59 | 2 | 4 | 4 |
3 | Evaluate teachers' existing skills and methods and cultivate and supplement new skills suitable for teachers in the professional group. | 28 | 68 | 11 | 27 | 2 | 5 | 1 | 26 | 63 | 14 | 34 | 1 | 3 | 1 |
4 | Evaluation of compliance with criteria School's NCBH implementation standards | 24 | 59 | 17 | 41 | 0 | 0 | 2 | 23 | 56 | 17 | 41 | 1 | 3 | 2 |
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Evaluation of School Management Board on the Current Status of Testing and Assessment of Math Results in the Direction of Student Research -
Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Current Status of Management of Teaching Support Activities of School Principals -
Factors Influencing the Management of Rights and Duties Education Through Experiential Activities for Middle School Students -
General Assessment of the Current Status of Experiential Activities Management at Bac Quang Secondary and High School for Ethnic Minorities, Ha Giang

The results of Table 2.9 show that the activities in the content of management of the assessment of the results of specialized group activities through the form of NCBH at Yen Bai Secondary School were assessed by managers at all levels and teachers at a relatively good level.
Specifically, the assessment of existing skills and methods of teachers and the improvement and addition of new skills suitable for teachers in professional groups were assessed with a much higher score than other specific activities (the frequency of implementation showed that 68% were assessed as very important and the implementation efficiency was 63% considered good, both ranked 1). The assessment of sharing professional knowledge and innovating teaching methods of teachers in professional groups is currently not carried out regularly and has not achieved high efficiency. This is shown through the percentage and ranking (the frequency of implementation was 44% considered very important and the implementation efficiency was 37% considered good) - the lowest in the group of management contents of the assessment of professional group performance results in the direction of NCBH at Yen Bai Secondary School.
Through interviews with some professional group leaders, they said that some members of the group, especially experienced teachers with good professional skills in natural science subjects, often do not share their own experiences with colleagues, because they think that if they share their experiences, it means that "professional secrets will be revealed". This is also the subjective existence of the principal in the process of leading the professional group to carry out the task of NCBH in the professional groups.
2.5. General assessment of the current situation survey
2.5.1. Advantages
Yen Bai Secondary School has identified the core task of innovating teaching and assessment methods to improve the quality of education at the school. To successfully complete that task, the school's Board of Directors and professional teams have identified one of the key measures to create a breakthrough as the activity of " Innovating professional team activities based on lesson research approach". Therefore, right from the beginning of the school year, the Board of Directors
The agency has directed professional groups to develop specific plans to implement this activity.
The school has a team of qualified, capable, and highly responsible managers and staff, who have developed a good plan that is suitable for the school's facilities and teaching staff. In the process of implementing the innovative management model of SHTCM based on the approach of lesson research, there is always the direction and advice of the Party Committee, in coordination with 3 educational environments: dynamism and creativity in school management, and implementation of school management in accordance with regulations.
The teaching staff has professional qualifications and skills and is always ready to innovate and strive to perform well the assigned tasks. Support the school's policies and strategies.
SHTCM innovation management in the direction of lesson research is closely concerned and popularized, increasingly widespread and stable.
Thanks to the attention and direction of the school's Board of Directors, the professional groups have quickly innovated the traditional professional group activities to SHTCM based on the NCBH approach. The professional groups started researching the steps to conduct lesson observation and teaching in a student-centered direction. The school always creates favorable conditions for the professional groups to implement this new model such as: Opening training classes for professional group leaders, typical teachers on the professional group activity model based on lesson research, meeting the material conditions to conduct meetings and trial teaching according to the teacher's lesson observation. Teachers all have the right awareness of the professional activity model based on lesson research and actively improve their expertise to change teaching methods.
2.5.2. Limitations
Besides the advantages of the professional group, there is the attention and close and specific direction of the school's Board of Directors in implementing the plan " Innovation of professional group activities based on the approach of research on lessons".
learning" but in the process of implementation, there are also many difficulties. First of all, it is the fear of change of some teachers in the group. Teachers are familiar with the old way of preparing lessons, teaching and professional activities, so they are not very enthusiastic about discussing teaching methods based on lesson research. Besides, the assessment of SHTCM activities based on lesson research approach is not regular and in-depth, which also greatly affects the psychology and efforts in the implementation process of the teaching staff.
2.5.3. Factors affecting management status
The results of the study on the current status of SHTCM management based on the NCBH approach at Yen Bai Secondary School, Yen Dinh District, Thanh Hoa Province are influenced by a number of factors:
· About the Principal and School Board
With the spirit of seriously implementing the professional guidance of the Department of Education and Training of Yen Dinh district, the School Board, along with the awareness that innovation in teaching methods in general and innovation in professional activities in particular are vital tasks for the professional development of each teacher.
However, the awareness of self-training and self-study of SHTCM based on the lesson study approach of the management departments is not really high, so the level and capacity have certain limitations. Therefore, directing and managing the innovation of SHTCM based on the lesson study approach still faces many difficulties.
· About the teaching staff
The school’s teaching staff is still limited in terms of qualifications, capacity, and awareness. Some teachers are even skeptical about the effectiveness of innovative teaching hours, fearing that they are wasting time in useless meetings…; some teachers are afraid when they see that the students they teach have weak awareness, lack many skills, do not have the habit of cooperation, and the facilities are not suitable…
The issue of monitoring and inspecting the implementation of this new model by the school's Board of Directors has not yet become a routine. The heads of professional groups have not been trained in the management of SHTCM innovation based on the approach of lesson research, so they do not know how to manage and operate effectively.
· About management environment
The school's Board of Directors has directed the school's professional groups to resolutely implement the plan that has been developed with the motto that the professional groups must boldly apply the knowledge acquired from the teacher training course of the Department of Education and Training, refer to documents on the Internet, learn from the experiences of other schools, promote collective intelligence, learn from experience while doing... so it has also created a positive effect in the school.
In addition, the School Board also found that the School's facilities have not yet met the requirements of SHTCM activities based on the NCBH approach; the support from forces inside and outside the school has not been timely.
Chapter 2 Conclusion
The current situation of managing professional group activities in the direction of lesson research at Yen Bai Secondary School, Yen Dinh District, Thanh Hoa Province includes 5 contents:
(1) Managing professional activities content;
(2) Managing TTCM and teachers in TCM activities based on the “lesson study” approach;
(3) Managing methods and forms of organizing TCM activities based on the "NCBH" approach;
(4) Manage the conditions to ensure TCM in the form of "NCBH";
(5) Evaluate the implementation results of SHTCM tasks based on the NCBH approach . Through surveying and evaluating the current status of SHTCM management based on the approach
NCBH at Yen Bai Secondary School has achieved some achievements such as: The school has boldly applied the SHCM model based on the NCBH approach into practice.
Implementing the teaching and learning activities of the school; Initially implementing and applying the SHCM model based on the NCBH approach in the TCMs; Organizing a number of training courses for teachers on SHCM based on the NCBH approach; Organizing and managing SHCM based on the NCBH approach of the Center, especially the direction of the Board of Directors to the TCMs has been carried out quite well.
However, there are still certain limitations. Specifically: A number of teachers have inadequate awareness of SHCM based on the NCBH approach. Many teachers are still discouraged and skeptical about the effectiveness and benefits of NCBH in improving the quality of teaching and learning in schools;
Many teachers are confused in organizing and preparing conditions to ensure that SHCM based on the NCBH approach can be implemented with the best results. Especially, training teachers on how to take photos, record videos of activities, students' attitudes and how to record on observation sheets when observing classes...; Testing and evaluating SHCM based on the NCBH approach still has some shortcomings. Testing and evaluating the effectiveness of SHCM based on the NCBH approach only stops at observation, there is no organization of research and evaluation of the effectiveness of NCBH for students and teachers.
There are many reasons for the above situation, including both subjective and objective reasons. Therefore, it is necessary to have measures to impact both subjective factors and change the objective environment so that the management of SHCM based on the school's NCBH approach can achieve the desired results.
CHAPTER 3
MEASURES TO MANAGE SPECIALIZED GROUP ACTIVITIES THROUGH LESSON STUDY AT YEN BAI SECONDARY SCHOOL
YEN DINH DISTRICT, THANH HOA PROVINCE
3.1. Guiding principles for proposed measures
To propose appropriate measures for SHCM management based on the NCBH approach, thereby gradually improving the quality of teaching and learning at the School.
Yen Bai Secondary School, Yen Dinh District, Thanh Hoa Province must comply with the following principles:
3.1.1. Principles of ensuring teaching objectives
Goals are always an important factor for all activities. Every activity has goals. Management goals are the destination of the management process, it guides and governs the movement of the entire system. Educational activities must ensure the achievement of educational goals that the Party and State's education and training development strategy from 2001 to 2010 has clearly stated for the goals, content, and programs of education and training. The principle of ensuring the objective nature of educational activities is the principle that requires educational activities to have goals and must be oriented towards those goals throughout the educational process.
The goals of general education are specified in educational activities, teaching activities, goals of each subject, each chapter, each lesson.
The goal of school management is to organize and implement activities in the school to achieve those specific goals.
The objectives of management must be determined in advance, guiding both the management subject and the management object throughout the entire process of operation. To ensure the objective, all activities must ensure legality. The direction of all activities in the school must be based on the Law on Education and the guiding documents of the Industry (Ministry, Department of Education and Training).
Ensuring objectiveness will make the activities of schools and the entire education system achieve educational goals in the organic relationship between parts of a unified whole.
3.1.2. Principles of ensuring scientific and systematic nature
SHCM management measures based on the NCBH approach at Yen Bai Secondary School, Yen Dinh District, Thanh Hoa Province must basically be part of the overall general management activities of the school system. Therefore, the management measures put forward must ensure systematicity and comprehensiveness, affecting all stages.
The subjects of the school management process in general and SHCM management based on the NCBH approach in particular. Specifically, within the scope of SHCM management based on the NCBH approach, the management measures put forward must have a synchronous and comprehensive impact on related departments and units or conditions to ensure that SHCM work based on the NCBH approach is carried out in accordance with the correct process and achieves the highest efficiency.
3.1.3. Principle of ensuring consistency
The nature of the principal's management process in schools requires a high degree of synchronicity, focusing on planning, directing teachers' teaching activities, students' learning activities, managing teaching activities and other activities serving teaching activities in schools. These activities aim to create discipline, order, coordinate with educational forces inside and outside the school, create a healthy educational environment, and improve the quality of teaching in schools. To ensure the synchronicity of measures, attention must be paid to the factors that affect the participation of teachers, students and facilities - teaching equipment in the measures. Only when implementing synchronous measures can the strengths of each measure be promoted in improving the quality of teaching in schools.
3.1.4. Principle of assurance Guarantee of inheritance
This is a principle to help the school promote the strengths and achievements from the practice of SHCM management in general and SHCM management based on the NCBH approach in particular of the school and promote it to a higher level. Therefore, this is an indispensable principle in proposing SHCM management measures based on the NCBH approach at Yen Bai Secondary School, Yen Dinh District, Thanh Hoa Province. In fact, Yen Bai Secondary School has always continuously improved the quality of professional activities based on the lesson study approach derived from the professional activities that have been conducted before and improved the quality.


![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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